Cracking the Algorithm: How It Works & How to Work With It

Case Study

Introduction

One of the most common questions in social media marketing is:

• “What is the algorithm?”

• “How do we work with it?”

• “Why does it feel like the algorithm is against me?”

The word “algorithm” is often thrown around as if it’s some mysterious force controlling who succeeds and who fails on social media. The truth? Algorithms aren’t working against you. Their sole purpose is to deliver the most relevant, engaging content to each user based on their preferences and behaviors.

The key isn’t to “beat” the algorithm—it’s to understand it, adapt to it, and work with it so that your content gets seen by the right audience at the right time.

This case study-style guide will break down:

✔ What the algorithm is and how it works

✔ What it looks for in content

✔ How to create content that aligns with algorithmic priorities

✔ How to future-proof your strategy despite algorithm changes

What is “The Algorithm”?

At its core, the algorithm is an AI-driven ranking system designed to personalize content for each user. Instead of showing posts in chronological order, the algorithm ranks content based on what it believes each user will find most valuable.

Every social media platform—Instagram, Facebook, TikTok, LinkedIn, YouTube—has its own version of an algorithm, but they all share a common goal:

Keep users on the platform longer by showing them engaging, relevant content.

Each platform’s algorithm is powered by:

• Machine Learning: The AI continuously adapts based on what a user engages with.

• Behavioral Tracking: It monitors actions like likes, comments, shares, and watch time.

• Personalization: It customizes each person’s feed based on their past interactions.

Think of it like a Netflix recommendation system—the more you interact with specific content, the more of it you see.

What Does the Algorithm Look for?

Every algorithm is built around engagement-based ranking signals. These signals determine whether your content gets boosted, buried, or ignored.

1. User Interaction & Engagement (The #1 Factor)

The more engagement your post gets, the more the algorithm pushes it.

Ranking Signals That Matter:

• Time Spent on Post – The longer someone views, the better.

• Likes, Comments, Shares, Saves – Deeper engagement = higher ranking.

• Direct Messages (DMs) – If a post sparks private conversations, it signals value.

• Profile Clicks – If people visit your profile after seeing your content, the algorithm notices.

• Tactical Tip: Encourage conversations and shares by asking engaging questions, using interactive elements (polls, quizzes), and creating content that holds attention.

2. Relevancy & Topic Association

Platforms want to match users with content that aligns with their interests.

Ranking Signals That Matter:

• Keywords & Hashtags – Help the algorithm categorize your content.

• Topic Consistency – Posting consistently about a specific niche builds authority.

• Trending & Timely Content – Engaging with trends boosts discoverability.

• Tactical Tip: Use relevant, high-ranking keywords in captions, alt text, and video descriptions. Stay consistent in your niche while leveraging trending topics when relevant.

3. Watch Time & Retention (For Video Content)

Platforms prioritize content that keeps users watching.

Ranking Signals That Matter:

• Video Completion Rate – The % of your video watched matters more than views.

• Replays & Rewatches – The more people replay, the stronger the signal.

• Watch Duration – Shorter videos should be watched in full; longer videos should maintain high retention.

• Tactical Tip: Hook your audience within the first 3 seconds. Use fast cuts, engaging visuals, subtitles, and storytelling techniques to hold attention.

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4. Consistency & Recency

Social media platforms reward active accounts.

Ranking Signals That Matter:

• Frequency of Posting – More frequent, high-quality posts = more reach.

• Recency of Content – Newer content often gets prioritized.

• Platform Activity – Engaging with others helps boost your visibility.

• Tactical Tip: Post consistently (without spamming) and actively engage with your audience before and after posting.

How to Work WITH the Algorithm (Not Against It)

1. Create “Algorithm-Friendly” Content

• Prioritize high-engagement formats (Reels, TikToks, Carousels).

• Use hooks that capture attention in the first 3 seconds.

• Post at peak times when your audience is active.

2. Encourage Meaningful Interactions

• Ask questions that spark real conversations.

• Reply to every comment to increase engagement.

• Use interactive elements like polls, quizzes, and sliders.

3. Leverage Video & Storytelling

• Keep videos short, engaging, and to the point (unless long-form is strategic).

• Use subtitles for accessibility and higher retention.

• Structure content to build curiosity (problem → solution → call to action).

4. Build a Community (Not Just an Audience)

• Engage before and after posting to trigger algorithmic boosts.

• Share behind-the-scenes, relatable content to foster trust.

• Encourage user-generated content and feature your audience.

5. Adapt to Algorithm Changes Quickly

• Stay informed on new updates & features (platforms push new tools harder).

• Experiment with new content formats early.

• Monitor analytics and double down on what’s working.

The Truth About Algorithm Changes

The algorithm will always change. What worked yesterday may not work tomorrow. However, the core principle remains the same:

Platforms prioritize content that keeps users engaged.

Instead of chasing algorithm hacks, focus on creating valuable, engaging content. If your content naturally gets interactions, holds attention, and sparks conversations, the algorithm will work in your favor—no tricks needed.

Final Thoughts: The Algorithm is Your Friend

Instead of seeing the algorithm as an obstacle, think of it as a matchmaker. Its goal isn’t to hide your content—it’s to connect the right content with the right people.

• The more engaging, relevant, and valuable your content is, the more the algorithm rewards you.

• You don’t need a million followers—just the right audience engaging consistently.

• Stay consistent, adapt, and focus on creating real value.

Mastering the algorithm isn’t about gaming the system—it’s about understanding human behavior. Content that resonates will always win.

John McNie

Founder, Director, CEO

Enterprise Media & Marketing LLC®